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Blossom-fresh promotional ideas pp
Prisca GötzInterflor24
Global Innovations Germany Open Monitor Promotion: High-tech sticker withgreat potential
Intertek Safety checks of power banks
25 years ofPlan Concept
yy
Binding customers with added value
Düsseldorf · G-30212
PSI JournalInternational Magazine
For Promotional
Products
April 2018
Volume 57
Market research
Good times for promotional products
www.psi-network.de PSI Journal 4/2018
1
No to price dumping
T he structural change in the industry is a major topic
that particularly forces distributors and consultants to
reposition themselves. The advancing segmentation
is making the market unclear, the boundaries between
the players are becoming blurred, and new, non-industry
suppliers are penetrating the market. Shops and online platforms, as
well as printers, textile finishers and even e-commerce and digital
printing giants like Amazon, Flyeralarm & Co. are threatening the clas-
sic business model.
What makes these suppliers so dangerous is not just the market shares they
are capturing or the digital standards they are setting in the B2B sector. This
development towards large online suppliers also produces a business under-
standing in which the price becomes the sole purchasing criterion. This is also
leading to increased price dumping in the promotional product industry be-
cause everything is cheaper somewhere on the web. Many customers transfer
their experience as a private buyer to their business: they like gathering infor-
mation from a specialist only to buy the product as cheaply as possible online
or directly from the manufacturer. This usually works fine until uncertainties in
the product choice or problems in the finishing arise or custom-made products
come into play. Only then will the consultant be called into action: he resolves
difficulties, presents solutions, provides product and campaign ideas, explains
safety standards and insists on quality – and is then often played off against se-
veral competitors. In order to lower the price, the cheapest suppliers, including
those from abroad, are prompted to bid against each other. The whole thing
gets even more unfair when purchasing companies also get involved. That means
the end for many reputable distributors.
This business conduct is not new. According to distributors, it is becoming
more and more rampant and the tone is becoming increasingly harsher –
including deception tactics and order cancellations at the last minute. Not sur-rr
prisingly, margins suffer, especially as know-how transfer, creative services and
the preparation of conclusive offers are considered as inclusive. More and more
distributors cannot or do not want to go along with this kind of business any-
more. They rightly refuse to accept dictated prices and the continued disdain
of their performance, which no longer pays off. A well-established, professio-
nal distributor has drawn the logical conclusion: He separates consultation
from procurement and offers both separately: On the one hand, he calculates
his qualified marketing advice including product, price and source recommen-
dations, and on the other hand, he creates an offer for high-quality, compliant
products at justifiable prices. The customer can then either buy – or play the
dumping game with other players. I have the highest respect for showing the
courage to say no and hope this model will catch on and expertise will be
rewarded again.
Editori
al
Ursula Geppert | Deputy Chief Editor PSI Journal Your opinion: [email protected]
2
TRENDS & BRANDS
4
FOCUS
Market Research 2018: Good times for promotional products 8
PRODUCT GUIDE
School/office and writing instruments 12
INDUSTRY
Companies, Events, Markets 34
25 years of Plan Concept:Binding customers with added value 38
PPD Live 2018: More of everything 42
GDPR: Better data protection 44
PRODUCT GUIDE
Hobby, garden and outdoor 46
COMPANY
Interflor24: Blossom-fresh promotional ideas 64
Open Monitor: High-tech sticker with potential 66
Karlowsky Fashion: Lightness in the kitchen 70
BUSINESS
Intertek: Safety checks of power banks 72
PRODUCT GUIDE
Innovative products 74
MYPSI
80
REVIEW PSI 2018
82
OPINION
92
PREVIEW – IMPRINT
94
PSI Journal 4/2018 www.psi-network.de
www.psi-network.de PSI Journal 4/2018
Open Monitor:Monitor:M itHig-htech sticker with potential 66Open Monitor, a dynamic label consisting of y gor a dynamic label consisting ofd i l b l i ti fseveral layers one atop the other, gradually s one atop the other, graduallys one atop the other graduallyreveals an individually deposited message afdividually deposited message afdividually deposited message af-ffter a tab is torn off or turned down. We havern off or turned down We haveff d d W halready shown this product with its “magical” p gwn this product with its magicalthi d t ith it “ i l”promotional possibilities and are now prepossibilities and are now prepossibilities and are now pre-senting the latest state of development.atest state of developmentatest state of development
Interflor24: Blossom-fresh promotional ideas 64Start-ups such as Interflor24 are pcharacteristic of a generation of gcharacteristic of a generation ofh t i ti f ti fnew, young entrepreneurs that new, young entrepreneurs thanew young entrepreneurs thagive the industry fresh impetus.give the industry fresh impetus.give the industry fresh impetusThe still young member joined y g jThe still young member joinedTh ill b j i dthe PSI network with no lesser the PSI network with no lesserth PSI t k ith lclaim than “to revolutionize the claim than to revolutionize theclaim than “to revolutionize thepromotional product industry promotional product industry promotional product industrywith more freshness and vitality”.ywith more freshness and vitalityi h f h d i li ”
PSI FIRST: Public favourites honoured 82At the PSI 2018, 50 new prod-ucts competed to win the ap-proval of promotional productdistributors and marketing deci-sion-makers as part of the PSI FIRST Club. On 20 February, thethree winners were honoured atrs were honoured ars were honoured aan exclusive dinner. In addition,dinner In additiondi I ddi iwe look back on the PSI 2018 k on the PSI 2018k th PSI 2018Trade Show.
Good times for promotioptimes for promotiotimes for promotiofproductsctscts 8The German economy is booming and, in n economy is booming and, inn economy is booming and inkeeping with this upward trend, sales in the h this upward trend, sales in theh this upward trend sales in thepromotional product industry have reached p yproduct industry have reachedd i d h h da new high. TheTheTh promotional product conp ppromotional product conti l d t --tinues to top the list of the most frequently used advertising media. This and other goodnews arise from the current market research results which we have summarised here.
Klio-Eterna Schreibgeräte GmbH & Co KGGlashüttenweg 777709 Wolfach
Tel: +49 7834 973-0Fax: +49 7834 973-137E-Mail: [email protected] www.klio.com
Tecto„The one with the roof clip“
42663 Tecto high gloss42664 Tecto transparent
The ballpoint pens Vegetal
Pen, Ingeo Pen and BIO-
made from a revolutiona
organic material made fr
natural fibres, thus
providing an environ-
mentally friendly al-
ternative to tradition-
al petroleum-based
plastic. The resin used is
biodegradable and com-
postable.
Using the natural product cork for
key chains supports the sustainable
exploitation of cork oak forests and
thus benefits both species and climate
protection.
Reusable H
m
Environmentally friendly happyROSS GmbH
Compostable Stilolinea srl
Odourless, germ-free, BPA-free,
easy to transport: the foldable
Vitdam water bottle can be filled
with hot water, is reusable and
easy to clean. The principle of the five Rs also works beyond Bulk Market. For all intents and purposes, the promotional product industry sets sustainable accents.
Bulk Market® is a social supermarket in Hackney, London with a clear mission: to tackle
the problem of food and packaging waste. The principle is very simple: bring your own
– cleaned – container, weigh it on the spot so that later only the purchased product is
charged, fill it with the desired product, pay. Basically, the team led by Bulk Market founder
Ingrid Caldironi aligns its activities with the five major Rs: refuse, reduce, reuse, recycle, rot.
www.bulkmarket.uk
4
PSI Journal 4/2018 www.psi-network.deTr
ends
& B
rands
OFFICE
SPAß AM ARBEITSPLATZFrische Ideen für den Schreibtisch fi nden Sie im aktuellen Katalog
PromotionTops 2018 oder unter www.promotiontops.de !Verlieren Sie keine Zeit, bestellen Sie jetzt! · Tel.: +49 421-5227-0 · Fax: +49 421-5227-403
6
PSI Journal 4/2018 www.psi-network.de
Perfectly dosed
PSI 46897PSI 46897
Cashews in a chocolate guise
PSI 49727PSI 49727
Secret agent Advent scratch mug Könitz Porzellan GmbHKönitz Porzellan GmbHwww.koenitz-group.comwww.koenitz-group.comPSI 44071PSI 44071
Shining example Lumitoys GmbHwww.lumitoys.dePSI 46095
It is a truism to say that trends come and go.
However, there are also trends that remain. The
promotional product industry has a few examples up its
sleeve – and thus also finds quite unusual target groups.
For example, the Neue Osnabrücker Zeitung writes in its 6
November 2017 edition that the Verfassungsschutz
(Germany’s homeland security agency) uses a whole range of
promotional products: coffee mugs and baseball caps, cotton gym bags and screwdriver pens with light, cashew nuts and key fobs, peppermint cans and
notepads, just to name a few. Now we do not know
which brands the Verfassungsschutz has chosen.
In any case, PSI members offer a variety of
attractive and very trendy products.
Top? Yes! Secret? No.
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PSI Journal 4/2018 www.psi-network.de
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